Phillip Schofield downed ten shots on holiday in Norway - solidifying his reputation as the king of drinking games.

The presenter, 54, was staying at the fancy Kirkenes Snowhotel in the country when he decided to take on a challenge which could make or break him - but he succeeded.

A pal of Phil’s filmed him knocking back the shots of an unidentified green substance, like a murky Apple Sourz, at breakneck speed in an icy-looking igloo.

Phil eyes up the shots before drinking them one by one, watched over by another pal filming and an ice statue.

The challenge begins (Image: Facebook)

The first green shot goes down the hatch (Image: Facebook)

Phil's owning those shots (Image: Facebook)

The pride before the fall (Image: Facebook)

He slams down the final shot, someone lets out a cheer and then Phil looks to the camera and exclaims, “NICE!”, laughs, and then pretends to collapse.

Fans applauded Phil’s dedication to the cause, with one saying, “My life ambition is to be as great as Phillip”. Another added, “He is awesome, knows how to have a laugh and not take himself to serious love him!!!” [sic]

Others called him a legend, and one pointed out, "When Phillip Schofield's shot game is stronger than yours."

The man, the myth, the legend with his This Morning co-presenter Holly Willoughby (Image: Rex Features)

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However some viewers went down the shot-shaming path, saying, “Not something to be proud of at his age should be setting a good example” - but hundreds of fans told the outraged to lighten up, especially as they didn’t know what was in the shot glasses.

Phil uploaded the video to his Facebook page with the caption, “I was the only one to accept the 10 shot challenge.” And for being so selfless, Phillip, we salute you.